Like all publishers, the editorial team at Metro U.S. newspapers – which puts out commuter papers in New York City, Boston and Philadelphia –brainstorms which specific story ideas will be of interest to their online readers each day. The challenge that Metro and all publishers and brands face is identifying content, and types of content, that see the most Web traffic, and developing a strategy to keep the momentum going once a story catches on.

Cassandra Garrison, managing editor of digital for Metro U.S., told Ebyline that when deciding which stories—and other types of content—to tackle online, the newspaper group considers what stories would be fresh and appropriate for the “Metro voice,” which appeals to young, commuting professionals.